Archive for the ‘marketing’ Category

in chicago, wilson anchors duty with design

April 2, 2010

In the outskirts of Chicago, tennis – and sport – behemoth Wilson calls part of an office tower home. The space, just a stone’s throw from O’Hare Airport, is non-descript from the outside: a big, just-out-of-the-city office building, expansive parking lot, Chicago wintry winds and the red ‘Wilson’ christening the side of the top the structure, seemingly simple and corporate.

Inside, however, the space is anything but simple. And to call it corporate would only be accurate in its ability to be a functional, inspiring space. Wilson occupies five floors in the building, including the top three. The 2007 move from the building next door provided the company to make thoughtful, sustainable and modern decisions on how to utilize its new space both as a workplace and an area to encourage creative interaction by those who work there and those who visit.

Said visitors are greeted in the Wilson lobby by a vast wall that hosts black and white photos of Wilson employees, coaches, trainers, athletes and superstars. The view provides a sort of story-telling for the Wilson name over the last 100 years, since the brand launched in 1914. Images of tennis players are aplenty, their equipment and dress anchored in their era and style. There’s Lindsay Davenport rocking her mid-90s Girl Next Door look. And there’s Pete Sampras winning the Open in 2002. The expansive space beyond the wall (pictured below) displays product in a minimalist, museum-inspired way, using outside light to brighten the room and create a feeling of excitement about the possibilities of sport, and, from Wilson’s point of view, their name.

Read more about the Wilson headquarters and find out what the day in a life of a Wilson touring team member entails after the cut.

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LCS will retreat… and set up shop out east?

May 14, 2008

As P&P had reported on Monday, Le Coq Sportif North American CEO Tim McCool will announce a reworked marketing strategy for the brand’s launch in the U.S.

Moving out: It’s highly likely that they’ll leave the apparel enclave of the Pacific Northwest (where adidas and Nike are based) and shift their management and operations to the East Coast.

Reaching out: LCS will focus on consumers of the “lifestyle” product focusing around fashion collections. Once that’s in place, they’ll move on to the “performers” aka tennis players.

K-Swiss pops up in Santa Monica

March 11, 2008

kournikova-kswiss-chopper.jpg

Everything is limited edition these days: Zac Posen mass-market threads for Target Australia, Ludovic Lefebvre‘s Breadbar, Roger Federer‘s top form — so it comes as no surprise to us (but much to our delight) that K-Swiss is setting up a temporary shop at Santa Monica’s Third Street Promenade.

The store, the brand’s first retail “endeavor”, will be open to the public from March 14 through April 3, after which it’ll disappear before popping up in New York City. Alongside the already-popular K-Swiss shoes, the store will also feature performance and lifestyle clothes for both men and women.

Of course, Anna Kournikova will be there to baptize the store (if Tommy Haas weren’t commited to Indian Wells, I’m sure he’d be there, too!), and they’ve slated Samantha Ronson to spin.

Deets: K-Swiss Pop-up store, 1244 Third Street, Santa Monica; visit www.k-swiss.com for a listing of events.

(photo from K-Swiss.com)

gaming: prince takes on the wii

October 2, 2007

Prince has announced that it will release miniature tennis racquets made specifically for play with Nintendo‘s Wii Sports pack — one of the more popular games on what’s currently the most popular video game console in the world.

While the New Jersey-based sports equipment manufacturer isn’t the first in the market to feed into the Wii Tennis frenzy, this move is a great way for Prince to reach a new audience. At least that’s the hope, says Linda Glassel, their Vice President of Marketing and Brand Image. Seeing the company’s “P” stencil might compel some gamers “head to the sporting goods section… either for the first time or to get back in the game.”

I like that the racquet comes with a built-in grip, which should lessen the chances of the Wii-mote flying out of your hand and breaking something.

But the molded plastic make of the racquet wasn’t exactly jiving with me. To this, Prince’s Zach Perles responds, “It is not like these are a scaled down O3 Speedport; these are safe, fun accessories. We are excited to provide the best racquets to players whether they are top juniors, elite touring pros, or Wii gamers.”

Fair enough. This is only a minor gripe, though. In the end, swinging a stick (of whatever material) does add to the Wii tennis experience. Still, the hardcore tennis fanatic in me wanted a weighted (even life-sized) racquet that would mimic real play. A man can dream, right?

Buy: The Prince Wii Tennis racquets ($14.99) will be available beginning November 15, 2007 at all Circuit City locations as well as online.

(photos by Prince)

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